The Experience Institute released the results of its survey “Sportnavigatorn” for the 18th time in the autumn.
And it states that the women’s national football team has the strongest brand in 2024.
“The women’s national football team has reached the top and is today Sweden’s strongest brand within national teams. That they surpass such well-established rights as Three Kronor and the men’s national team shows what an incredible journey women’s football has made,” says Peter Viklund, head of analysis at the Experience Institute, about the survey.
“Give a lot of ourselves”
The men’s soccer team still tops the list in terms of familiarity (how well one knows the national team) and interest (how interested one is), but the women’s soccer team now reaches almost the same levels. And if you look at the third measure, attitude (how popular the national team is), the women’s national team is far more popular, and the most popular of all national teams.
– Great fun! You get the feeling that we are a popular national team and we have built something great. And it is something that I absolutely think the Swedish Football Association should pursue further, says attacking star Fridolina Rolfö.
Why do you think people like you so much?
– We are probably quite open and give a lot of ourselves, I think a lot of people at home like that. We can have a lot of fun and we can be flamboyant, but we can also be very serious and give one hundred percent. And I hope that we also radiate that to people on the TV sofas.
Has the best job in the world
National team colleague Johanna Rytting Kaneryd experienced a big lift in interest after the WC in Australia and New Zealand last year, when Sweden took bronze.
– Then you really felt that something had happened. But it is nothing that has come for free in any way, but we have worked hard for it, says Rytting Kaneryd.
Sweden’s national team captain Peter Gerhardsson is not the least bit surprised. He has, as he himself puts it, “the best job in the world”.
– We feel very good in this national team. If the rest of Sweden also discovers it, it is only a joy. Because I think they deserve this. There is a combination of the fact that they are very good people, while at the same time they are very good football players, says Gerhardsson.
The report from the Experience Institute is a commercial product ordered by several associations, companies and media channels. It is not normally widely published.
The fact that the Experience Institute released a press release about the results this year is justified by the fact that the women’s national football team really made a breakthrough in the statistics.
A total of 10,000 Swedes aged 16 and over have been interviewed between August 2023 and July 2024.
The national teams are ranked based on the measure BPI (Brand Power Index), which is based on the three parameters familiarity, attitude and interest.
Here are the national teams with the strongest brand in 2024:
1) Women’s national football team – 52 BPI.
2) Tre Kronor, the men’s national ice hockey team – 51.
3) Biathlon national team – 50.
4) Long-distance national team – 50.
5) Men’s national football team – 50.
The national team that aroused the greatest interest among the population:
1) Men’s national football team – 46 percent.
2) Women’s national football team – 43.
3) Three Crowns – 42.
4) Long-distance national team – 40.
5) Biathlon national team – 39.